New Policy - Store Cards

For the past few years, I have often used my wife's WW In-Store Card for purchases when she is unable to. This wasn't an issue until today, where I was embarassed at the cashier with a basket full of goods, when the cashier informed me that there is this new policy that ONLY the cardholder may use the card and must be present. Nowhere did my wife receive any communication in this regard (although WW do manage to send accounts etc. promptly). As my wife is at work, I was forced to leave empty-handed, and it left a bad taste in my mouth re. WW, considering the thousands we spend there each month.